An assessment and analysis of customer satisfaction with service delivery of mobile telecommunication networks in Ghana

Abstract: This Master’s thesis sought to assess and analyse customer satisfaction with
service delivery of mobile telecommunication networks (MTNs) within Ghana.
The main problem of this study was whether customers are satisfied with
service delivery of MTNs in Ghana.
The study was basically a survey that used both qualitative and quantitative
approaches. A structured questionnaire was developed, pre-tested and
personally administered to the target population of individual mobile
subscribers. One thousand (1000) respondents were sampled from the target
population of seven million, six hundred and four thousand and fifty-three
(7, 604053) mobile telecom subscribers (ITU, 2007) through a stratified
random sampling.
Out of this, nine hundred and thirty-seven (937) questionnaire constituting
93.7% response rate was got for analysis.

The findings indicate that irrespective of mobile telecom network in Ghana,
customer satisfaction is low: neither equal to nor better than desire and
expectation of the customers. With respect to mobile network, customers are
not satisfied with the service delivery of Mobile Network A. Customer
satisfaction for company B is better than expected and at least equal to the
desire of customers. For Mobile Network C and D, customer satisfaction is at
least equal to customer expectation and desire.
Again, this study concludes that overall customer satisfaction is
significantly different among MTNs in Ghana, with customers of Company B, C
and D rating their satisfaction with service quality higher than customers of
Company A.
Furthermore, customer satisfaction is better than expected for thirteen (13)
dimension-items of service quality, equal to expectation for fifteen (15)
items and worse than expected for eight (8) dimensions of service quality.
The findings also indicate that “Technical quality” is the most important
dimension, followed by “empathy”, “reliability”, “economy”, “responsiveness”,
“image”, and “assurance”, while “tangibles” is found not significantly
important to the customers in Ghana’s MTNs. Most of the customer-satisfied
dimensions were rated less important, while most of the customer-dissatisfied
dimensions were rated more important.
Moreover, the study found that Desire and Expectation Disconfirmations
collectively and individually explain overall customer satisfaction
significantly in Ghana’s MTNs. Customers’ switching intention is different
among the networks, with the customers of Company A more willing to switch
than those of Mobile Networks B, C and D.

Generally the study implies that the National Communication Authority and
other policy makers should take workable measures to propel MTNs in Ghana to
improve upon their service quality in specific areas. A major limitation of
this study is that a relatively smaller sample of the target population was
used and limited to literates.
It is recommended that further research should assess and analyse customer
satisfaction with specific services across mobile telecom networks in Ghana.